What to Expect When Working with a PPC Agency (The Good, Bad, and Meh)
Working with a PPC agency can help you manage ad campaigns on platforms like Google Ads or social media, saving time and improving results. But it’s not always smooth sailing. Here’s a quick overview of what you can expect:
The Good
- Expert campaign management: Agencies handle keyword research, ad copywriting, and bid adjustments to improve ROI.
- Better returns: Businesses often waste 40–70% of their PPC budget when managing ads in-house. Agencies help reduce this.
- Clear reporting: Regular updates and performance data link your ad spend to measurable outcomes.
The Bad
- Communication issues: Slow responses or unclear updates can hurt campaign performance.
- High costs: Fees can quickly add up, especially with percentage-based pricing models.
- Less control: Agencies make decisions on your behalf, which may not always align with your brand.
The Meh
- Generic strategies: Some agencies rely on cookie-cutter approaches that don’t suit niche businesses.
- Slow results: It can take months to see meaningful outcomes, leaving some clients frustrated.
- Inconsistent service: Smaller accounts may receive less attention compared to larger ones.
Key Takeaway: Choosing the right PPC agency is crucial. Look for one with experience in your industry, transparent pricing, and a solid understanding of the UK market. Clear goals and open communication will make the partnership more effective.
PPC Agency, Questions to Ask PPC Agency in 2024
The Good: What PPC Agencies Do Well
In the competitive UK market, PPC agencies offer clear advantages, helping businesses achieve measurable success. Their expertise shines in areas like campaign management, improving ROI, and delivering detailed performance reports.
Professional Campaign Management
PPC agencies bring a level of expertise that ensures campaigns are not only set up correctly but also refined over time for better results. They excel in areas like strategic keyword selection and crafting ad copy that grabs attention and drives action.
"A PPC Specialist will be able to craft ad text that conveys value, urgency, and relevance within the constraints of character limits."
These agencies also leverage advanced tools for in-depth insights into campaign performance, competitor strategies, and market trends. Such tools often come with costs that many businesses can’t justify on their own, making agencies an invaluable partner in this regard.
Perhaps most importantly, agencies help businesses sidestep common mistakes. Research indicates that businesses managing their own PPC campaigns often waste 40-70% of their budget due to issues like poor keyword choices, low-quality scores, and ineffective landing pages.
Better ROI and Time Savings
One of the strongest arguments for hiring a PPC agency is the financial return. By focusing on data-driven strategies, agencies identify top-performing keywords and adjust campaigns based on real-world results to maximise returns.
Take, for example, Atomic Marketing‘s Q1 2023 campaign for a luxury garden office supplier. While the cost per lead was initially higher (£150-£300 compared to £60-£80), the campaign saw a 2,567% ROI thanks to a 70% lead conversion rate, far outperforming the 30% seen in standard campaigns.
"WhatConverts let us stop optimising for lead volume or cost per lead because we had the tools to understand what produces a better quality of lead… but that made up our clients’ highest percentage of earnings for their first quarter, something like £100,000." – Atomic Marketing
In addition to boosting ROI, agencies save businesses time by handling the daily grind of campaign management. This allows teams to focus on their core responsibilities. For small businesses, this can mean launching effective campaigns that deliver results in just a few days.
Clear Reporting and Performance Data
Agencies don’t just save time and improve returns – they also make it easy to see the impact of your investment. Through transparent reporting, they go beyond surface-level metrics to connect campaign performance with real business outcomes. Metrics like click-through rates, conversion rates, cost-per-click, and return on ad spend are tracked to highlight areas for improvement.
"Using WhatConverts, we have that ability to show [clients] the return, what’s working, and what’s not working as well. With that data, we can do less of what’s not working and allocate more of the budget into what’s actually producing results." – Atomic Marketing
Top agencies, such as The PPC Team, focus on reporting that ties directly to business goals. Instead of just showing clicks or impressions, they demonstrate how campaigns drive revenue, generate leads, and achieve other critical objectives.
Regular performance reviews allow agencies to optimise campaigns continuously based on actual data. They can quickly identify underperforming elements and reallocate budgets to more successful campaigns or ad groups.
Additionally, this level of transparency extends to budget allocation. Agencies provide a clear breakdown of where every pound is spent and what results it delivers. This builds trust in your PPC investment and helps you make informed decisions about scaling campaigns. However, as we’ll discuss in the next section, working with agencies does come with some challenges.
The Bad: Problems with PPC Agencies
While PPC agencies can bring plenty of benefits, they’re not without their challenges. Businesses in the UK often encounter issues that can affect campaign performance. Being aware of these pitfalls can help you prepare and address them effectively through clear communication and realistic expectations.
Communication Problems and Slow Responses
One of the most common issues with PPC agencies is poor communication. This can lead to unclear campaign goals, infrequent updates on performance, and a disconnect between the agency and your organisation’s key decision-makers. Often, these problems stem from agencies juggling multiple clients or not fully grasping the specifics of your business.
For instance, if an agency isn’t informed about an upcoming product launch or a seasonal promotion, they may fail to adjust campaigns in time. This can result in missed opportunities and wasted ad spend. Similarly, receiving generic updates rather than actionable insights leaves you without the information needed to make smart decisions about your marketing efforts. In fast-moving UK markets, slow responses can mean missing out on trends or valuable opportunities.
High Costs and Budget Issues
PPC agency fees can escalate quickly, sometimes going far beyond initial estimates and putting pressure on your budget. The complexity of modern PPC campaigns often brings hidden expenses that weren’t obvious during initial discussions.
In the UK, agencies typically charge monthly fees ranging from £300 to £1,500, plus 10%–25% of your ad spend. On a £10,000 monthly ad budget, for example, a 20% management fee would add an extra £2,000 to your costs. On top of this, there may be additional charges for campaign setup, ongoing optimisation, or performance-based bonuses.
Mismanaged budgets or poorly targeted campaigns can eat into your returns, while a lack of transparency over spending makes it harder to judge whether your investment is paying off.
Less Control Over Your Campaigns
Handing over PPC management to an agency often means giving up direct control over your campaigns. For businesses used to being hands-on, this can feel like a big adjustment. It also means that when rapid changes are needed – whether due to competitor moves or market shifts – your response may be delayed, as decisions must go through the agency.
Day-to-day campaign decisions, such as tweaking ad copy, adjusting keyword bids, or refining targeting, may be made without your direct input. This can sometimes lead to messaging that doesn’t fully align with your brand voice or priorities. Additionally, agencies might limit your access to detailed data on customer behaviour or emerging opportunities, which could hinder long-term strategic planning.
Brand consistency can also suffer if an agency isn’t deeply familiar with your brand guidelines or company culture. Even if the technical aspects of your campaigns are handled well, the creative elements might lack the subtle understanding that comes from being immersed in your business. And when agencies manage several clients, your campaigns might not get the immediate attention they need during critical periods.
Despite these challenges, many businesses find the expertise of PPC agencies worth the trade-offs. Knowing these potential issues upfront can help you set realistic expectations and make informed decisions when working with PPC agencies in the UK.
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The Meh: Average Experiences with PPC Agencies
Many UK businesses find themselves stuck with PPC services that are neither impressive nor terrible. It’s that frustrating middle ground where results don’t justify switching agencies, yet they fall short of expectations.
One-Size-Fits-All Approaches
A common issue with many PPC agencies is their reliance on generic strategies. Instead of crafting campaigns tailored to specific industries, they often recycle ad templates and use outdated tactics. Sure, this might work for some, but businesses with niche requirements are left wanting more. Signs of such cookie-cutter approaches include:
- Reused ad designs
- Poorly targeted campaigns
- Neglecting advanced features like ad extensions or negative keywords
- Skipping essential A/B testing for campaigns
Even worse, if your account shows no updates for months or traffic is consistently directed to underperforming websites without any actionable advice, it’s a clear sign that the agency isn’t adapting to your business’s unique needs.
Slow Results and Long Wait Times
Patience is key when it comes to PPC, but that doesn’t make the waiting game any less frustrating. Even with a well-executed campaign, it typically takes 2–3 months to see initial results and up to a year for a meaningful return on investment. As Sam Yadegar, CEO and co-founder of HawkSEM, puts it:
"A true winning strategy can take up to a year to establish enough data and get proper sales feedback loops."
The timeline can vary depending on your industry and budget. For example, businesses spending over £2,200 per month might notice results in about 45 days, compared to the standard 90-day period. E-commerce brands often see faster progress than B2B or SaaS companies. During this ramp-up phase, agencies are busy refining keywords, adjusting targeting, and analysing data. However, if they fail to communicate these efforts clearly, the lack of immediate returns can leave you feeling in the dark.
Inconsistent Service Quality
Another common frustration is the unpredictable level of service. How much attention you receive from an agency often depends on factors like the size of your account, their workload, or even staff turnover. Larger accounts tend to get more focus, leaving smaller businesses with delayed responses or less thorough updates. Staff changes can also disrupt campaigns, as new team members need time to get up to speed. Roberto Almeida, a Business & Strategy Consultant, highlights this issue:
"Challenges include inconsistent service, poor communication, lack of personalisation, and slow response times. To overcome these challenges, focus on improving communication, training employees effectively, setting clear expectations, and regularly reviewing and improving service delivery processes."
These ups and downs in service aren’t always extreme, but they can hold back your business from achieving steady growth. Clear communication and a personalised approach are essential for long-term success, making it vital to choose an agency that truly aligns with your goals.
How to Choose the Right UK PPC Agency
Finding the right PPC agency can transform your online advertising efforts. To ensure success, it’s essential to align your choice with your business needs. Here’s what to consider when making your decision.
What to Look for When Choosing an Agency
Start by defining your PPC goals. Are you aiming to boost brand awareness, drive more traffic, or increase sales? Being clear about your objectives will help you identify an agency that specialises in achieving those specific outcomes.
Prioritise agencies that focus exclusively on PPC rather than general digital marketing. Specialists often deliver better results because they dedicate their expertise to pay-per-click campaigns. Review their case studies, client feedback, and industry credentials to confirm their experience in your niche.
Ask about their approach to PPC management. This includes their process for keyword research, how often they optimise campaigns, the reporting tools they use, and how they allocate your budget. A reliable agency should also excel in conversion tracking, using tools like Google Analytics 4, call tracking, and A/B testing to measure success.
Transparency in pricing is crucial. Agencies typically charge in one of three ways: flat fees, percentages of ad spend, or performance-based models. Make sure you understand the cost structure and how expenses might evolve as your campaigns grow.
Communication is another key factor. Look for an agency that provides proactive updates, monthly reports, and actionable insights. They should be responsive and capable of explaining their strategies in plain terms.
Additionally, assess their creative capabilities. Effective PPC ads rely on compelling copy and visuals that resonate with your audience. Ask to see examples of their work and learn how they test and refine messaging to maximise impact.
Finally, consider scalability. Can the agency handle your current budget and adapt as your business grows? A good partner should be able to support you through both modest campaigns and ambitious expansions.
Finding an Agency That Knows the UK Market
Choosing a UK-based agency offers a significant advantage. Local firms understand the nuances of the UK market, including regional preferences, cultural subtleties, and the competitive landscape – insights that international agencies might miss.
Ask about their experience with UK-specific campaigns and review case studies to evaluate their success. For example, some agencies have helped London retailers boost foot traffic by 30% with geo-targeted ads, while others have doubled leads for Manchester-based businesses by focusing on community events.
A strong UK agency will adapt strategies for different regions, taking into account the preferences of audiences in England, Scotland, Wales, and Northern Ireland. They’ll also have a solid grasp of seasonal trends, regional competition, and consumer behaviour patterns.
Local keyword expertise is another must. Agencies with UK market experience know how to use regional terms, British spelling, and even local slang to make campaigns more relatable.
Additionally, the agency should have a thorough understanding of UK-specific regulations. This includes compliance with GDPR, adherence to ASA advertising standards, and awareness of any platform-specific rules for UK businesses.
Setting Clear Goals and Communication Rules
Once you’ve chosen an agency with the right expertise, it’s time to establish clear goals and communication protocols. This ensures alignment and avoids generic, cookie-cutter strategies.
Define your campaign objectives, key performance indicators (KPIs), budget, target audience, brand voice, approval processes, and reporting frequency in a formal agreement. This helps set expectations and prevents misunderstandings down the line.
Establish communication channels that work for your team. Decide how updates will be shared – whether via email, calls, or shared dashboards – and agree on a reporting schedule that includes weekly updates, monthly reviews, and quarterly strategy sessions.
Regular strategy meetings are essential. Use these sessions to review campaign performance, discuss market changes, and identify new opportunities. These meetings should go beyond reporting; they’re a chance for collaborative planning.
Keep the agency informed about key business updates, such as product launches, seasonal trends, website changes, or shifts in strategy. This helps them adjust your PPC campaigns to align with your broader business goals.
If issues arise, address them promptly with specific examples and focus on finding solutions. Collaborative tools like project management software and shared dashboards can streamline communication and ensure everyone stays on the same page.
Finally, strike a balance between giving clear direction and trusting the agency’s expertise. Set approval processes that protect major decisions without slowing down campaign optimisation. A clear work plan outlining objectives, timelines, budgets, and KPIs, combined with regular performance reviews, will keep everyone aligned and focused on achieving success.
Conclusion: What to Expect from PPC Agencies
PPC agencies bring seasoned expertise and strategic guidance to the table, but they also come with a unique set of challenges. These professionals offer advanced campaign management, leveraging tools and strategies that are often out of reach for in-house teams. As Brendan Almack, Managing Director of Wolfgang Digital, explains:
"PPC can be the most effective and measurable marketing channel. So, it’s really easy to measure an outcome. And if you’ve got a good paid search team or good paid search marketers working on the accounts, it can be phenomenally profitable."
The benefits are clear: efficient campaign execution, better resource allocation, and tighter cost control, all of which can significantly boost ROI. In fact, PPC ads often generate £2 for every £1 spent. However, agencies must also navigate challenges like platform updates, rising costs, and limited resources. Communication breakdowns and reduced control over campaigns can sometimes complicate the client-agency dynamic.
To ensure success, transparency and open communication are non-negotiable. Agencies that share detailed insights into their strategies, performance metrics, and budget usage help build trust and enable informed decision-making. This level of clarity is the foundation for achieving measurable growth.
Setting realistic expectations from the outset is equally important. Look for agencies that craft strategies tailored to your business’s specific needs, commit to continuous testing and optimisation, and align PPC efforts with your broader marketing goals.
With a clear vision and customised approach, your partnership with a PPC agency can overcome challenges and drive meaningful results. For example, The PPC Team offers business-specific strategies, precise audience targeting, and detailed reporting. Their free PPC audit and transparent processes can help you see how PPC advertising can elevate your business without the guesswork.
Ultimately, the right agency partnership can deliver exceptional results. It’s all about choosing an agency that prioritises your business goals over cookie-cutter solutions.
FAQs
How can I make sure a PPC agency tailors its strategies to my brand’s goals?
To make sure a PPC agency aligns its strategies with your brand’s goals, start by clearly defining your business objectives, target audience, and main priorities. Collaborate on setting SMART goals – these are Specific, Measurable, Achievable, Relevant, and Time-bound – to establish a mutual understanding of what success looks like.
Stay involved by regularly reviewing campaign performance with the agency. This helps track progress and make any adjustments needed along the way. Open communication and consistent collaboration are essential to keeping the agency’s efforts in step with your brand’s unique needs and growth plans.
How can I improve communication and avoid misunderstandings with a PPC agency?
To communicate effectively and avoid misunderstandings with your PPC agency, start by clearly defining your goals, key performance indicators (KPIs), and desired outcomes right from the start. This sets a shared understanding and ensures everyone is working towards the same objectives.
Make it a habit to schedule regular check-ins. These meetings are a great opportunity to review progress, address any questions, and clarify any confusion about strategies or performance metrics. Keeping communication open and consistent not only builds trust but also ensures that both sides remain aligned.
Finally, be open with your feedback and encourage the agency to do the same. A two-way dialogue creates a more collaborative relationship, leading to better results and fewer chances for miscommunication.
How can I determine if hiring a PPC agency is worth the cost?
When evaluating whether a PPC agency’s fees are justified, it comes down to comparing the results they deliver with the money you’re putting in. Keep an eye out for clear improvements like a stronger ROI, higher conversion rates, and better overall campaign performance. These are solid indicators that the agency is managing your campaigns effectively.
Most agencies base their fees on a percentage of your ad spend, typically ranging from 10% to 30%. To decide if this cost makes sense, think about whether the extra revenue or leads they generate make up for the expense. Focus on metrics that matter to your business – if you’re seeing growth where it counts, then the investment is likely paying off.
